认知需求和短视频及其商品种类对大学生购买意向的影响

The Impact of Cognitive Demands and Short Video and Product Types on College Students’Purchase Intention

本文旨在探讨认知需求水平和短视频购物频率及短视频中商品种类对大学生购买意向的影响。方法:采用问卷法分别调查大学生的认知需求水平、短视频直播购物频率、购买意向及经常从短视频直播平台购买的商品种类。结果:短视频购物频率能显著正向影响购买意向(r=0.484,P<0.01);短视频直播的体验性(r=0.651,P<0.01)、有趣性(r=0.728,P<0.01)和互动性(r=0.774,P<0.01)均可以显著正向影响大学生的购买意向;认知需求可以显著负向影响购买意向(r=-0.264,P<0.01);性别会显著影响通过短视频直播购买的商品种类(X2(5,N=106)=17.536,P<0.05)。结论:短视频直播购物模式会促进大学生的购买意向;短视频直播的体验性、有趣性和互动性也会促进大学生的购买意向;且低认知需求水平的大学生购买意向高于高认知需求水平的大学生购买意向;大学生更容易在短视频购物中购买服装、鞋帽、饰品类,男性喜欢购买生活日用品类和食品类,女性也经常购买化妆品及护肤品类的商品。

The purpose of this study is to explore the influence of cognitive demand level,short video shopping frequency and product types in the short video on college students’purchase intention.The methods are that:the questionnaire method is used to investigate the cognitive demand level of college students,the frequency of short video live broadcast shopping,purchase intention and the types of product often purchased from short video live broadcast platforms.Results are as follows:short video shopping frequency can signifi cantly and positively aff ect purchase intention(r=0.484,P<0.01);short video live broadcast experience(r=0.651,P<0.01),playfulness(r=0.728,P<0.01)and interaction(r=0.774,P<0.01)can signifi cantly and positively infl uence the purchase intention of college students;cognitive demands can signifi cantly negatively aff ect the purchase intention(r=-0.264,P<0.01);gender can have a huge impact on the types of goods purchased by live video(X2(5,N=106)=17.536,P<0.05).It comes to the conclusion that the shopping mode of short video live broadcast will promote the purchase intention of college students;the experiential,interesting and interactive nature of short video live broadcast will also promote the purchase intention of college students;and the purchase intention of college students with low cognitive demands is higher than that of high cognitive demands.College students are more likely to buy clothing,shoes and hats,accessories in short video shopping.Men prefer to buy daily necessities and food,and women often buy cosmetics and skin care products.